Kyle-Beth Hilfer quoted on Social Media in New York Times/MetLife E-Newsletter

Kyle-Beth Hilfer was interviewed and quoted about managing employees in social media. You can find the discussion in “Outlook on Benefits,” an e-newsletter for human resources and employee benefits managers created in partnership with The New York Times and MetLife.
Thank you to The New York Times and MetLife for allowing reprint rights on this blog.

Looking @ Loyalty in the Age of Social Media
By Anne Sternheim/ New York Times

Employers today are understandably concerned about the potential for employees to share negative feelings about their organizations on Facebook, Twitter, personal blogs, and other online venues. While many enterprises have social media policies that define what employees can say online about company business or on company time, should these policies define how workers express personal sentiments about their employers?

According to Adam Wootton, senior consultant, communication and new media, at Towers Watson, many organizations already have an employee code of conduct that covers social media. “While social media policies are necessary, the employee code of conduct already specifies that employees should act professionally with integrity, uphold the company reputation and represent the company faithfully in all arenas,” explains Mr. Wootton.

Nevertheless, it is prudent for employers to draft specific social media policies that maximize employee flexibility and protect the company. “These policies can deal with speaking respectfully about a company in a social media environment without being overly punitive. A social media policy should firmly outline an employer’s stance, but respect the employee’s intelligence. Using specific examples of unacceptable behavior in a policy is an effective way to educate employees and raise their awareness level,” reports advertising and marketing law attorney Kyle-Beth Hilfer.

If an employee shares negative views about the company, managers, or co-workers, how employers manage this situation is critically important. “Derogatory employee postings may signal a real internal problem that needs to be addressed,” notes Jennifer McClure, president of Unbridled Talent LLC. “Just firing the employee can create a public relations nightmare and make the situation worse.”

Employers can also consider setting up password-protected social media pages with a company’s intranet that allows employees to speak freely about their workplaces according to Ms. Hilfer: “Such pages would allow employees to discuss possible improvements to their workplace without airing their dirty laundry in public. In addition, it would be a great way for employers to engage their employees in honest, open dialogue about their workplace environments and thus improve morale.”

There’s no doubt that employers today need to take a proactive stance with social media policies and practices that protect their brands and maximize employee flexibility:

Educate your employees about the employee code of conduct and your social media policy.
“Educate your staff about the employee code of conduct and make sure they understand it applies in all settings and media: online, in person, in print, and on the air. In addition, develop social media policies that are easy to understand and communicate them to your employees,” recommends Mr. Wootton.
Manage employee communications strategically.
“Bad news has always traveled fast and even more so now with social media. This makes it even more important to invest time in creating solid communication plans and proactively communicating with employees. No one can afford to let the rumor mill run,” asserts Jennifer Benz, founder and ceo of Benz Communications.
Monitor the conversation and have a plan to manage negative postings.
Just as companies monitor what’s being said about their brands and business practices on the Web, it’s also imperative to keep abreast about what your employees may be saying about the company in the social media realm. “In case of a negative posting, have a detailed action plan for managing the situation. Dealing with an employee internally may be the best course of action,” explains Ms. McClure.
The ever-evolving social media landscape requires companies to tailor and update policies specifically for their brands and workplaces.